Sugar Cosmetics picks up majority stake in ENN Beauty

Team L&M

Vellvette Lifestyle Pvt. Ltd., the parent company of SUGAR Cosmetics has signed an agreement to pick up the majority stake in fast-growing natural skin & hair care brand, ENN Beauty. ENN Beauty’s founder Nandeeta Manchanda will now work closely with Vineeta Singh and Kaushik Mukherjee, co-founders of Vellvette Lifestyle Pvt. Ltd. that owns SUGAR Cosmetics, to accelerate the brand’s online presence and enter the retail industry. This association will also help ENN Beauty in further strengthening and evolving its product range to suit Indian millennials & Gen Zs targeting a wider consumer group.

With this association, ENN Beauty will be able to leverage a digital audience of over 50+ million beauty enthusiasts while it ramps its retail presence to 100+ outlets by the next financial year. The team will also look at re-strategizing on the brand product’s average selling point to make it more accessible and desirable to women from Tier 2 and Tier 3 markets as well.

“The partnership with Vellvette Lifestyle Pvt. Ltd is a step in our endeavor towards giving consumers access to the best in natural skincare. With our naturally-sourced and safe products, we have always put ‘you’ and your health on the forefront,” says Nandeeta Manchandaa, Founder of ENN Beauty, adding that the zest to reinvent age-old recipes and give them a modern twist along with Vellvette Lifestyle Pvt. Ltd., is a step towards endless possibilities.

“ENN Beauty has been on our radar for a while because of their product curation and innovation. With this new association, we plan to take the brand to a new high and make them an Indian household favourite,” says Vineeta Singh, CEO & Co-founder of SUGAR Cosmetics.

“Over the past decade, the beauty industry has undergone a sequence of changes owing to the close attention brands are now paying to the evolving needs of the consumer. In today’s day and age, consumers develop an affinity towards brands that not only sell a product to make them look beautiful but also something that reflects their diverse personality and individuality,” she adds.